The present work is based on the company Viña Concha y Toro S.A, which guides the majority of its wine production to those known as premium and superior. In that sense, their marketing strategies are focused on the foreign market, especially in the United States, Great Britain and Asia. Its strategy is based on covering different market niches because they have different prices for their wines, the ICON line that ranges between 95 and 135, the ultra Premium from 45 to 70 dollars and the Premium line that has an average price of 12 dollars where Casillero del Diablo is located. Their strategies are segmentation and above all brand recall, because the construction is based on very strong alliances such as football teams, sponsors of Tour de France, Rugby and an ATP. This type of strategy must be carried out so that in Colombia the consumption of wine is not seen as a casual experience and sporadic consumption, the opposite should be associated with artisan food, sports experiences and a more educated client with all the access to the information (Concha y Toro Official Website, 2017).Therefore, the objective of this research is to analyze the positioning of the wine box of the devil legend to determine the viability of its massive import into the Colombian market, developed through a mixed research methodology, which is why harvesting techniques are simple information derived from qualitative research methodologies.In conclusion, it can be said that the choice of entry mode depends on the distance, the size of the market and the need for control, in addition you can think that the more experience a company acquires in the market, the more knowledge it acquires and the more it is willing to commit. The authors also suggest that companies should choose an entry mode that reflects the analysis of market potential, the capacity of the company and the degree of involvement of marketing.
